Developing a brand strategy and plan for a industrial products company, working across business unitsEquiBrand2023-10-20T11:08:29-07:00
Project Description
A manufacturer of heavy industrial products wanted to solidify its value proposition and brand positioning after a series of company acquisitions. The newly integrated organization lacked a cohesive brand strategy and identity.
Projecting a unified brand required obtaining customer insights and internal alignment. This was obtained through competitive assessment, qualitative and quantitative research, and internal strategy sessions. Individual company brands were eventually rationalized under a branded house portfolio approach.
Challenge
Manufacturing company focused on merging and managing acquired manufacturing assets and products (ductile pipes, valves and fittings)
Significant opportunity to improve marketing efficiency and effectiveness by managing brand portfolio as an integrated whole (vs. individual brands)
Lack of coherent brand architecture strategy, including role and relationships of various brands in the portfolio
Action
Quantitative brand image assessment, across various customer types (wholesalers, distributors, builders/architects
Brand strategy development to define overarching masterbrand strategy and “white space” positioning opportunities for individual company and product portfolio brands
Creative brief development, including target audience definition, brand positioning, creative look and feel, and media touchpoints recommendations
Result
Brand portfolio management system implemented (including “total system” co-branding and a common processes)
Solidified positioning strategies and plans across individual product brands
Newly updated marketing materials in support of brand strategy (across PR, literature, ads, newsletter, PR, booths, giveaways, website, etc.)
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